Here's a thoughtful post by Richard Becker on his Copywrite, Inc. blog to leave you with for the weekend. PR is changing and, Becker seems to feel, becoming more tactical even as PRSA's new crowd-sourced definition of the craft emphasizes its strategic dimension. Becker's reflections are prompted by the Annenberg Center's PR study released earlier this year.
"Fewer firms manage the message. More firms are managed by it," is a provocative Becker subhead. What he means is that clients are "becoming more inclined to assign each firm smaller and smaller 'project work' such as Facebook, a special event, a product launch, a specific short-term campaign, etc. This benefits the organizations three-fold: it negates high monthly retainers, expands the potential reach of the organization (with each contracted firm handling its pool of contacts), and frees the client from having to perform too much task work."
Firms may be invited to make strategic suggestions, Becker adds, but few are "given the responsibility for a strategic plan." Interesting, and along with other points in Becker's post, indicative of a "shift toward tactical." Give the piece your attention because we'd agree that the heart of PR as a profession is strategy supported by tactics.
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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